Around 3-4 dollars they announced they would be up listing. Every since then the stock tanked. There was dilution, but not that much that warranted a drop into the 5 cent area. This week the CEO put out a filing that they have called off the up listing. Next day the stock went up 90%. So obviously it had something to do with the up listing. My personal theory is that big tobacco didn't want this up list to happen since e-cigarettes is big competition for them, so they may be behind all the shorting since the up list announcement.
Why it fell so hard is anyone's guess. What I think is, combination of factors. The whole sector peaked around March _ April and started a downfall. Couple things accelerated the fall of this one: fail up list to Nasdaq, debt, notes conversion. Shorts took advantage of those concerns to nail this stock. That is my belief. I may be wrong though..
News 
Market Data 
Discover 
